JMC-3333

Which combination produces the Marketing and Advertising sweet spot?

A Consumer Insight and a Brand Insight.

What is not true of laddering?

Allows consumers to forgo giving potentially embarrassing demographic information.

Unlike other types of business planning, research planning has one other key variable. What is it?

Amount of ambiguity that can be accepted in the outcome.

The research definition that forces the researcher to translate an abstract concept, such as a brand preference, into one or more empirical indicators of the concept so that it can be quantitatively measured is called...

An operational definition.

What are the scaling properties that are used to describe the properties of the four layers of measurement.

Assignment Order Distance Origin

The direct benefits that can result from conducting advertising research?

Can help advertisers save money by avoiding incorrect decisions. Can help advertisers gain an advantage over competitors. Can help advertisers adapt to change.

Which of the following accurately represents the process of how to find the marketing/advertising sweet spot?

Data-Information-Insight-Inspiration

The end result of the initial stage in the research process is a welll-defined and focused problem statement that should contain which of the following elements?

Definition of the marketing or communications problem the researchers must solve. Justification for the research (why it is necessary) Specific information needs.

The kind of research that deals primarily with "what is/what are" questions, usually utilizes quantitative research methods and seeks to describe the relevant characteristics of the situation in detail so that advertisers can best capitalize on it?

Descriptive research

The FCB Planning grid...

Divides products into types of categories based on whether they are High-vs Low-Invollvement products. Can be used to develop strategies according to consumer's relationship to the products. Divides products into types of categories based on whether they are Thinking vs Feeling products.

What are some serious ethical issues in the conduct of research?

Ensuring the subjects engage in research in a voluntary manner. Ensuring that subjects' answers are kept confidential Ensuring the subjects are not deceived as to the purpose of the study Ensuring that subjects are not harmed due to the study.

If you were to change your major because Coach Riley said you should, that's an example of the "tenacity" method of knowing

F

There's no need to develop a systematic plan for a secondary research project.

Fale

An example of measurement at the ratio level could be something like knowing the finishing places of horses in a race, but without knowing their times.

False

Casual research ahs the advantage of flexible methods.

False

Deductive reasoning is associated with qualitative data analysis.

False

Generally we want to collect data at the lowerst appropriate level of measurement in order to make our resulting analysis simple.

False

If a study has internal validity, there can't be any problems with external validity.

False

It's possible for a study or measurement instrument to be valid but still not be reliable.

False

Qualitative research is usually conducted with very large samples.

False

Qualitative research would be a good approach for solving a casual research problem.

False

Research is the only good decision-making tool and should entirely replace reasoning/intuition and experience in the decision making process

False

The ideal size of a focus group is 3-5 people.

False

To ensure the research objective is achieved, a focus group interview schedule consists of mainly of closed-ended questions.

False

When conducting primary research, it is best to avoid determining what you need to find out first so that you don't miss out on something interesting.

False

As a result of research, Miller Lite turned a perceived problem into an opportunity by associating the slow pouring of its beer with quality.

False-Guiness

The Situation Analysis usually consists almost entirely of primary research.

False-Secondary

The first three steps in the quantitative measurement process are...

Identifying the concept of interest, developing the concept definition, then developing the operational definition.

What is true regarding probability samples?

It's almost always more expensive and time consuming compared to non-probability samples. It makes it possible to statistically estimate sampling error. It enhances the external validity of a study and its findings. Most types require a list of all the people in the target population.

Which of the following is a source of syndicated research for the advertising industry?

Nielsen Simmons Insights

What are the characteristics of the Scientific Method?

Objective, Systematic, Predictive, Empirical

Which is the most powerful of the four levels of measurement?

Ratio

If a study is repeated and produces the same results as the original study, this is referred to as?

Reliability

The use of secondary data offers...

The data can often be gathered quickly and inexpensively. It may be useful in solving specific problems. It can provide information that my not be available any other way.

All projective techniques share which of the following element(s) in common?

They are all based on the "projective hypothesis".

Academic research is one area of published research you can turn to for an unbiased viewpoint.

True

Analysis of qualitative data typically involves scanning the transcripts or data record looking for overarching themes that address, or are related to, your identified research problem.

True

Beyond sample sizes of 1,000, large increases in sample size will result in relatively smaller decreases in sampling error.

True

Charles Coolidge Parlin discovered something important for the Campbell's Soup Company by digging through trash.

True

During data analysis, it is common for researchers to treat semantic differential/bipolar adjective scales or Likert-type items as though they produce measurement at the interval level, when appropriately presented.

True

Following the completion of a situation analysis, the identification of advertising objectives and positioning are usually the next steps in the advertising planning process.

True

If you need sensitive demographic information during a personal interview, such as income information, it's best to get it at the end of the interview after a certain amount of trust has been built up.

True

In qualitative research, the main goal behind increasing the sample size is to reduce the potential for making a "discovery error" or "discovery failure"

True

In research, you can never really "prove" a hypothesis.

True

In simple terms, validity has to do with whether the research really studied what is proposed to study.

True

It is ethical to pay research subjects for their participation.

True

My original Apple iPod cape with eight gigabytes of memory-storage or memory is a product feature or attribute.

True

One reason we might use multi-item scales for our operationalizations of concepts is that words and terms can mean different things to different people.

True

One way to test the reliability of a multi-item scale is Cronbach's alpha.

True

Personal interviews or one-on-ones are more appropriate for situations which extensive, detailed probing of attitudes, behaviors, motivations, or needs is required.

True

Previous qualitative research on the same or similar topic can be of help when it comes to the development of operational definitions.

True

Qualitative research, compared to quantitative research, tends to depend heavily on the active involvement and interpretative skills of the researcher.

True

Research designed to solve a specific problem or help make a specific decision is typically called "applied" research

True

The primary source of secondary data is the source that gathered the research in the first place.

True

The relative speed of conducting qualitative research is one of its advantages compared to quantitative research.

True

Validity addresses the issue of whether something like a survey item measures what it is supposed to measure.

True

When a variable is considered an dependent variable, we are assuming it changes as the result of some other factor.

True

federal, state, and local government agencies produce research that often has relevance to marketing and advertising.

True

What would you not ask about a qualitative research report, when evaluating whether the design and analysis are accurate and complete?

Were the appropriate statistics used to analyze the findings?

Whether U.S. Census Bureau data is considered primary or secondary depends on

Who is using the data.